September 13, 2016
THE RIGHT AUDIENCE, THE RIGHT TIME, THE RIGHT COVERAGE
Broadcast coverage is still one of the most powerful tools a brand or organisation can use to speak to their target audience, with potential reach still in the millions and only rising as we consume media and news through multiple channels.
However, to make broadcast work for your company, you always have to start from the beginning, with a clear understanding of what your key business objectives are. From there it is possible to determine who your target audience is for each specific campaign or product.
This will be dependent on the product or campaign, the time of year, the current economic situation and the wider influences on your specific market. There also may be multiple audiences for one campaign who need to be reached at different times and through several different channels.
For example, the approach of the annual ‘Halloween’ season offers retailers multiple opportunities to secure sought after broadcast coverage, as it not only taps into the organic consumer spend amongst families as they prepare for the festivities, but also the natural news agenda that reflects annual calendar events.
In this scenario, the target audience would be parents, therefore you need to be thinking about when they would be listening or watching media. The breakfast shows still get the most coverage across broadcast and are an ideal place to reach this audience. Editorial coverage can be hard to achieve in this competitive space but it is still possible, however, other options are also available and should not be ignored.
A radio competition on commercial radio stations such as Kiss FM, for example, is a tried and tested way of guaranteeing media coverage to your target audience. Timing is also key - the school run could be another opportunity to engage parents. Coverage on a programme such as Heart FM’s afternoon show would reach the right audience at the right time, so crafting a campaign that might include offering a celebrity mum to talk about your campaign or product would suit that specific approach.
The key is understanding your objectives, knowing who your target audience is, where and when they are consuming media, being aware in advance of the natural opportunities in the news agenda and understanding how the broadcasters work. If you can do all that, you can begin to craft the best strategies to reach millions of broadcast viewers and listeners and ultimately deliver your key messages and business objectives.